CSR Market Positioning Constructs: From Planning to Action. Evidence from Romanian Internet Service Providers

Abstract

A positioning construct based on Corporate Social Responsibility (CSR) actions is a suitable alternative for companies acting especially in mature markets. Today’s highly-competitive business environment is marked by fast innovation, shorter product life cycles and an abundance of substitute alternatives. Also, regardless the market, the consumers are better informed than ever before and, hence, more demanding. Many businesses struggle to be better or different, based just on the peculiarities of the marketing mix as in many instances the offers are similar, the price differences are insignificant or the communication and distribution channels are the same. These considerations are prerequisites for uncovering new and effective market positioning strategies. This chapter presents the theoretical grounds for CSR market positioning constructs and focuses on CSR positioning endeavours suitable for Romanian Internet Service Providers (ISP). The chapter aims to offer a view that targets not just the most important players, but the small and medium ones as well. Although a few large Romanian ISPs have developed CSR structures to support community projects, the CSR actions are still in their infancy having a weak representation. This chapter will consider important social issues with a tremendous impact on the telecommunication industry, such as privacy, child internet access permission or service coverage in remote areas, or traditional CSR actions focused on stakeholders and build around them effective market positioning strategies for Romanian ISPs.